A mass ordinary awareness of moral sphere multiple-factor structure obtained through cluster analysis of 215 moral statements and second factor analysis of 43 clasters is suggested. The research singled out criteria used by mass ordinary awareness to explain moral behavior and analyzed the difference between the criteria data and ethic science system formative principles. Opinion polling based on a preliminary study of 16-factor structure of Karachayevo-Cherkessiya through representative sampling out of 1700 people showed how different is the hierarchy of moral motives for different sexual, educational and ethnic groups in KChR.